MotoGP reality under Liberty: “It’s a mistake to focus solely on entertainment”

In mid-June, Aprilia, Ducati, Honda, KTM and Yamaha signed a new and revolutionary contract running until the end of 2031, thereby committing themselves to MotoGP for a further five years. Everyone is hoping for a massive increase in the championship’s value, whilst some are dreaming of a fantastic global boom, similar to that experienced by Formula 1, which is also marketed by Liberty Media. Others point out, with a wagging finger, that the motorcycling world will always remain a David compared to the gigantic motor industry.

Paolo Pavesio, Managing Director of Yamaha Motor Racing and thus the Japanese manufacturer’s MotoGP manager, has a background in marketing and is a realist through and through.

It was unrealistic to expect anyone to wave a magic wand.

Paolo Pavesio

“You hear a lot about Liberty, Liberty Media and Dorna,” Pavesio began in a one-on-one interview with SPEEDWEEK.com. “The truth is that Liberty Media has acquired an 84 per cent majority stake in Dorna and has become the MotoGP Sports Entertainment Group, with Liberty ultimately behind it. So the former Dorna people, such as Carmelo and Carlos Ezpeleta, are now part of a new group, joined by several new board members, all of whom we have met. And there’s Derek Chang as president of the holding company that controls Formula 1 and MotoGP. So we’re simply talking about a new structure, not a new company that’s now in charge of MotoGP. We’re seeing changes in some areas, but there’s also a great deal of continuity. It was a bit unrealistic to expect someone to open a magic bottle or for there to be a specific moment with drastic changes. Perhaps that isn’t even necessary.”

The right venues are needed

The MotoGP Sports Entertainment Group aims to ensure that the premier class of motorcycling attracts broader interest and that its fan base grows globally. It’s also about how MotoGP presents itself and where it should be held. For whilst events in the growth markets of South-East Asia or South America attract widespread fan interest – thereby generating stronger motorbike sales and enhancing the sport’s image in those countries in the medium term – an event held, for example, at Lake Balaton in Hungary, where there is little regional motorcycling culture, is of little use.

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Veranstalter wie in Brünn können auf eine treue Fanschar bauen

Foto: gerhard schiel

‘Before we talk about possible changes, we need to consider what their purpose is and what needs to be protected,’ says Pavesio. ‘We manufacturers get involved in racing to connect with our fans and, ultimately, to sell motorbikes. The magic formula used to be that you win on Sunday and sell on Monday. Today, that’s no longer an exact science. However, it’s obvious that a stronger brand sells more or better. That’s why we race. One of my Japanese colleagues always tells me that brand-building is the goal and racing is the means to achieve it. But racing offers even more, such as the opportunity to develop new technologies. Or to serve as a training ground for your technicians, enabling them to enhance their expertise. You also learn a great deal about organisation and how to overcome challenges. Sometimes you go through difficult moments, but even these have their value.”

It must be clear that we must not neglect our current fan base.

Yamaha racing director Paolo Pavesio

Everyone benefits from additional fans

“With these thoughts in mind, it must be clear that we must not neglect our current fan base,” emphasised the Italian. “At the same time, we must make an effort to attract new fans. The reality today is that motorbike races are watched by motorbike fans. If new fans join the ranks, everyone benefits. There are regions where the popularity of motorbikes is waning. New fans will ensure that there are new viewers in front of the telly and also at the race track. And perhaps one or two of them might then consider buying a motorbike. We must protect who we are and why we race, but also be open to new fans. It would be a risk to focus solely on entertainment. I’ve always put forward my viewpoint as a manufacturer in this way to the new staff at MotoGP. Firstly, it must be clear why we’re doing this. Secondly, the group of manufacturers remains the main investor in this championship – because we’re convinced that’s the right thing to do.”

You can really feel the passion for MotoGP there.

Paolo Pavesio on Goiânia

Pavesio elaborated: “We want to expand the fan base, whilst at the same time improving the experience for motorbike fans. To do that, we also have to choose the right venues to go to. At Lake Balaton, for example, the problem isn’t that it isn’t a nice track. If we’d been overwhelmed by visitors, and if there were a passion for MotoGP or motorbikes there, then sometimes you have to make compromises elsewhere. But there’s no motorbike culture there; it’s not a place where we can grow with what we do. Goiânia, on the other hand, I support 100 per cent, despite all the problems we’ve had there. You can feel the passion for MotoGP there, and the motorcycling industry is growing. The fans there are there for the MotoGP, not just for Diogo Moreira. Some of them travelled from Argentina on their bikes because there were no races at home and they wanted to watch MotoGP.”

Paolo Pavesio

Foto: Gold & Goose